{"id":3981,"date":"2017-03-20T14:50:04","date_gmt":"2017-03-20T21:50:04","guid":{"rendered":"https:\/\/www.backerkit.com\/blog\/?page_id=3981"},"modified":"2021-04-14T14:51:54","modified_gmt":"2021-04-14T21:51:54","slug":"engaging-your-community","status":"publish","type":"page","link":"https:\/\/www.backerkit.com\/blog\/guides\/crowdfunding-strategy-how-to-get-more-backers\/engage-your-community\/","title":{"rendered":"Chapter 3: Engage Your Community"},"content":{"rendered":"

Established artists or media personalities have a head-start over other creators when it comes to crowdfunding campaigns. Successful projects like Reading Rainbow<\/a> with LeVar Burton and Lightsail<\/a> from Bill Nye and the Planetary Society had a huge advantage with an existing fanbase, but it takes careful work to convince existing fans to back your crowdfunding campaign.<\/p>\n

Robust personal and professional networks make it easier to tap potential backers and passionate brand advocates; being media-savvy helps to generate publicity; a profile provides an instant credibility and publicity boost. But having all of these advantages doesn\u2019t guarantee crowdfunding success, especially if you\u2019re a repeat creator.<\/p>\n

Expanding your base of backers takes time and effort. Zane Lamprey<\/a>, TV travel show host and founder of ADV3NTURE Gear<\/a>, says campaigns are labor-intensive efforts. \u201cYou can\u2019t dabble in crowdfunding,\u201d he says. \u201cYou need to either jump in with both feet or not at all.\u201d<\/p>\n

Creators must do more than simply market a product. \u201cMost Kickstarters are a pre-sell of a product,\u201d Lamprey advises. \u201cBut besides selling the product, you\u2019re also selling yourself. \u201cYou need to make sure you say: \u2018Here\u2019s the project. Here\u2019s why you need it. Here\u2019s who I am\u2019.\u201d<\/p>\n

Boost Your Brand Power<\/h2>\n

Lamprey\u2019s professional experience as a TV and travel show host on the Food Network and the Travel Channel made him a visible public figure and allowed him to accumulate a growing fanbase over time.<\/p>\n

His Kickstarter campaign for Chug<\/a> \u2014 a six-episode drinking and travel show \u2014 was the first attempt to successfully crowdfund a TV series, raising $591,804 from over 8,000 backers. He managed to hit his funding goal of $500,000 in the nick of the time, as backers flooded the campaign with contributions in the final days. Nevertheless the experience was \u201cextremely stressful\u201d.<\/p>\n

\u201cWith four days to go, I thought there was no chance in hell I was going to make it,\u201d he says. \u201cThen in the last two days it just skyrocketed \u2014 it trended, people cared about it.\u201d<\/p><\/blockquote>\n

In some ways, the campaign for Chug was Lamprey\u2019s most ambitious. He says $500,000 was a \u201cdangerously high goal\u201d for a crowdfunding target, even though it\u2019s small change relative to the cost of filming and producing a six-episode TV show for a mainstream broadcaster. He also says his reward tiers made fulfillment needlessly complex and distracting. \u201cI was sending T-shirts, hats, posters, and sweatshirts,\u201d he says. \u201cIf I were to do it again, I would have eliminated all that stuff and focused on exactly what my campaign was and not have offered anything tangible.\u201d<\/p>\n

Lamprey followed up on Chug with two more successful crowdfunding campaigns that featured tangible products: \u00a0the Drinking Jacket<\/a> and the ADV3NTURE Hoodie<\/a>. The transition from media to product design may seem unusual, but Lamprey says his move into adventure apparel was a natural evolution of his professional interests.<\/p>\n

\"Drinking<\/p>\n

The Drinking Jacket campaign fit into Lamprey\u2019s brand. His two television shows, Three Sheets and Drinking Made Easy, focused on imbibing alcoholic beverages in exotic locales. Shifting the emphasis to apparel allowed him to launch with a lower funding goal \u00a0\u2014 a reflection of lower production costs \u2014 and simpler reward tiers. Setting a $50,000 funding goal for a jacket is much easier than asking for $500,000 to make a show.<\/p>\n

The success of the Drinking Jacket project allowed Zane to move into the wider apparel market with the ADV3NTURE Hoodie which raised over $1.8m from backers, far exceeding its funding goal of $25,000. \u201cAngling the product towards adventure rather than drinking made it more useful in everyday life,\u201d he says. \u201cIt reached people that were outside of the fan base.\u201d<\/p>\n

Creator and co-founder of acclaimed travel photography magazine Tiny Atlas Quarterly Emily Nathan followed a similar evolutionary trajectory. She leveraged her professional networks and experience in commercial and editorial photography to meet her $22,000 funding goal<\/a> for Tiny Atlas Quarterly<\/a>. She framed the magazine as a \u201cdifferent way to tell stories\u201d \u2014 a way for photographers to showcase their artistic vision \u2014 as well as spark of inspiration for adventurers.<\/p>\n

\"Tiny<\/p>\n

Her next crowdfunding effort was a foray into product design, partnering up with Alite Designs to produce the Tiny Atlas SOLAS camera bag<\/a>. Like Lamprey\u2019s product offerings, Nathan\u2019s camera bag is geared towards a broader demographic than the magazine, appealing to all kinds of adventurers and outdoor enthusiasts. It ended up raising $30,506 \u2014 nearly double its initial funding goal.<\/p>\n

Interact with Your Audience<\/h2>\n

For Nathan, a creative marketing campaign on Instagram help to vastly broaden the appeal of her projects. The magazine\u2019s distribution network helped with visibility \u2014 museums, boutiques, and retailers like Urban Outfitters stocked it on their shelves \u2014 but the demographic remained fairly narrow. \u201cTiny Atlas Quarterly is pretty niche when it comes to readership, although we were getting good press,\u201d she says. Nathan\u2019s background in editorial and commercial photography and her existing networks in those fields gave her a solid community of backers from the beginning. \u201cThe magazine has a community of my friends and people who know about me in the broader context of my career,\u201d she says.<\/p>\n

But word of mouth proved an increasingly important weapon, especially when it was time to launch a Kickstarter campaign for the camera bag. Many passionate advocates and backers of Tiny Atlas Quarterly were people who \u201cfound out about it because they were connected to another photographer in a professional sense\u201d.<\/p>\n

It took a unique Instagram campaign for the project to truly resonate with the broader public. The #mytinyatlas project heightened the social media footprint of the magazine and widened the potential readership and backer base beyond career photographers.<\/p><\/blockquote>\n

What\u2019s more, its reach is growing by the day, which is likely to prove useful for future crowdfunding efforts.\u00a0\u201cWith #mytinyatlas, we exploded in terms of who our audience was. Then we decided to shift focus to growing that audience and making the magazine,\u201d Nathan says. She says the magazine\u2019s Instagram account has netted around 115,000 followers; the tag itself has been appended to over 2.5 million posts so far. (The hashtag is also popular on Twitter<\/a>.)<\/p>\n

\u201cThe brand is even larger than we can control \u2014 people are tagging #mytinyatlas without necessarily realizing that they\u2019re attaching themselves to the magazine,\u201d she says. \u00a0Curating and engaging with this audience is time-consuming and challenging \u2014 a full-time job in itself, Nathan says. \u201cWe need to reach out to all of those people and say, \u2018Thanks for tagging. Will you follow us?\u2019\u201d<\/p>\n

Build an Engaged Community<\/h2>\n

Instagram has allowed Nathan to build a robust community around Tiny Atlas Quarterly, which has helped to feed interest in her campaign for the Tiny Atlas SOLAS bag. Having limited resources can have its downsides \u2014 she believes the account could net an extra 200,000 followers if TAQ had the manpower to do more marketing outreach \u2014 but a flipside is that the community she has built is \u201cextremely authentic\u201d. \u201cPeople feel connected to the brand that they often don\u2019t with other types of publications or travel brands,\u201d she says. As a result, engagement levels are high, which can help raise awareness and visibility of future campaigns.<\/p>\n

Prior to the launch of the Solas, Nathan issued a call-out to the magazine\u2019s Instagram community, asking them to contribute and tag their photos to accompany the Kickstarter launch. It was immensely successful: she received 10,000 submissions in two weeks. \u201cWe have one of the best photo-led influencer networks that you could ask for in the world,\u201d she says.<\/p>\n

\"\"<\/p>\n

Lamprey also emphasizes the importance of a shareable campaign to engage backers. \u201cIf you\u2019re doing a campaign for 30 days, you can make four clever, funny, and shareable videos about your product, that\u2019s a huge way to get people to go to your page,\u201d he says. However, he advises against being too \u201cfunny or cute\u201d unless it\u2019s an accurate reflection of the product. \u201cPeople are handing over their hard-earned money based on your promises,\u201d he says. \u201cIf you have an expensive product, you shouldn\u2019t make jokes. You should convey to people that you will seriously deliver on time.\u201d<\/p>\n

Lamprey believes videos are a \u201creally great place to be putting your energy\u201d during a campaign. He took a more lighthearted approach in his promotional videos for the ADV3NTURE Hoodie. While the main campaign video served a functional purpose, highlighting the product\u2019s features, he also filmed a \u201ccute video with kittens\u201d that was more shareable. \u201cYou need a newsletter, Facebook, social media, and your traditional media and press outlets. But you should also be figuring out creative ways to get your message out there.\u201d<\/p>\n

Consider Digital Ads<\/h2>\n

Lamprey and Nathan were able to garner press coverage for their respective projects, but both emphasize the importance of investing money in paid advertising. Lamprey says setting aside an amount in your crowdfunding budget for advertising pays off. \u201cYou can set 5%, 10% of whatever you make today and spend it on advertising tomorrow,\u201d he says. While he believes the biggest conversions are through email newsletters, he strongly recommends placing paid advertisements on Facebook to drive traffic to your campaign page.<\/p>\n

Nathan agrees. She believes that digital ads, rather than media coverage, are a key driver of sales. She says that Tiny Atlas Quarterly was featured on websites like Refinery29, Cool Hunting, Paper Magazine, and several blogs, but these mentions didn\u2019t convert into sales as much as Nathan would have liked. \u201cThe money we spent on PR could have been better served on digital marketing ads,\u201d she says.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Established artists or media personalities have a head-start over other creators when it comes to crowdfunding campaigns. Successful projects like Reading Rainbow with LeVar Burton and Lightsail from Bill Nye and the Planetary Society had a huge advantage with an existing fanbase, but it takes careful work to convince existing fans to back your crowdfunding […]<\/p>\n","protected":false},"author":4,"featured_media":3320,"parent":3967,"menu_order":2,"comment_status":"closed","ping_status":"closed","template":"page-guide-chapter.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-3981","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nChapter 3: Engage Your Community | BackerKit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.backerkit.com\/blog\/guides\/crowdfunding-strategy-how-to-get-more-backers\/engage-your-community\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Chapter 3: Engage Your Community | BackerKit\" \/>\n<meta name=\"twitter:description\" content=\"Established artists or media personalities have a head-start over other creators when it comes to crowdfunding campaigns. 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